My Melody on Amazon: What the 2,374-Review, $12.99 Top-3 Listing Tells a Wholesale Buyer

The top My Melody plush listing on Amazon on 17 October 2026 was the Jazwares Hello Kitty and Friends My Melody Series 1 Plush, ASIN B0CCW4PKHL, at $12.99 with 2,374 reviews, a 4.8-star rating and organic position #2 out of 46 listings for the keyword "my melody".

That is from our own crawl of amazon.com search results that morning. 46 listings measured, one keyword, no third-party estimate layered on top. I care about this one because My Melody is the second-biggest Sanrio character by search volume after Hello Kitty, and we stock it in two SKUs, a 25cm plush and an 11cm figure set.

2,374 reviews is a timeline, not a compliment

Reviews pile up over time. A $12.99 plush with 2,374 of them has been selling long enough to build that pile, which means the demand is repeatable and it also means the top of this keyword is closed to anyone arriving with a fresh ASIN and no ad budget.

Scale check. Across the 767 My Melody listings we measured that day, 150 had more than 1,000 reviews. Another 170 sat between 300 and 999. That is roughly 320 products with real selling history behind them. You are not walking into an empty room.

Where $12.99 sits in the price band

Of the 46 listings for "my melody", the low was $4.99 and the high $59.99. The 25th percentile was $11.99. The median was $14.99. The 75th percentile was $21.65.

So the #2 organic listing is priced below the median. That looks deliberate. It is a licensed Jazwares product with a huge review base, and it wins the click by sitting $2 under the typical plush in the same search. Cheap plus licensed plus thousands of reviews is a hard combination to fight head-on.

Look at the upper half instead. A quarter of listings sell at $21.65 or above. There is room above $15 in this keyword, especially for gift-boxed sets and multi-character bundles.

The band that is actually open

143 listings sit in the 100-299 review band. That is the softest slot on the page. It is high enough that Amazon treats the listing as a real seller, and low enough that you are not trying to outrank something with 2,374 reviews.

Compare that to the edges. Under 30 reviews there are 171 listings and most of them never appear in search. Above 1,000 reviews there are 150 listings and those sellers have already spent the money on ads and reviews that you would have to spend again. The 100-299 band is where a new entrant can take a top slot without a two-year runway.

What I would order from our stock

Two SKUs matched this keyword on our side.

• My Melody Plush Doll 25cm (SR-PL002) — MOQ 12, case pack 12, from $12.80. That is the tier-1 price at 12 pieces. At 50 pieces it drops to $11.50, and at 200 pieces to $10.40. 380 units in stock as of mid-October.
• My Melody & Kuromi Cute Collection Figure Set (SR-FG009) — MOQ 6, case pack 12, from $17.20, dropping to $15.50 at 50 and $14.10 at 200. 11cm PVC and ABS figures. 160 units in stock.

Run the maths on the plush before you get excited. Tier 1 is $12.80. The top Amazon listing retails at $12.99. That leaves 19 cents, and freight out of Yiwu eats that before you have paid a single Amazon fee. You need the 200-piece tier at $10.40 to have something worth shipping. At $10.40 you get $2.59 per unit if you match $12.99, or $4.59 per unit if you price at the $14.99 median.

So: order 12 to check the stitching and the colour match on the hoodie, then go to 200 if it holds up. Small MOQ is a testing tool, not a pricing strategy. Same logic on the figure set. $17.20 at MOQ 6 only works if you sell into the upper half of the band, near $21.65 or above.

The mixed-batch angle helps here. Sanrio buyers rarely buy one character. Our own order counts put Hello Kitty Plush 30cm (SR-PL001) at 860 orders and Kuromi Plush 25cm (SR-PL003) at 840, both of which sit in the same shipping carton and the same customer basket as My Melody. One 200-piece order split across three characters gets you the tier-3 price on each and a shelf that looks like a collection instead of a single item.

One honest caution

On 3 October that same ASIN sat at position #13 with 2,859 reviews. On 17 October it was #2 with 2,374. Eleven days, eleven places gained, 485 reviews gone. Reviews do not normally delete themselves in that volume. Merged variants, a listing cleanup, or Amazon removing reviews it decided were paid for.

I cannot tell you which. What I can tell you is the takeaway. A ranking that climbs 11 places in 11 days can fall the same way. Do not build a quarter around one hot ASIN, and do not assume the #2 slot in any keyword is stable.

Second risk, and this one is bigger. Jazwares holds the Sanrio licence for that plush format. You can buy licensed goods through authorised channels. You cannot copy that packaging or the hoodie-and-bestie accessory gimmick. If a supplier offers you a lookalike Sanrio plush at $4 a unit, that is counterfeit, and Amazon will suspend the account over it. We do not sell it and you should not ask for it.

There is a third risk that is easy to miss. My Melody, Kuromi and Hello Kitty all move on the same licence cycle. If Sanrio's slate goes quiet for a season, all three dip at once. Spread the shelf. LABUBU Jazz Figure 10cm (PM-FG002, 1,151 orders) and Marvel Spider-Man 18cm (MV-FG001, 870 orders) are different licences on different calendar cycles.

Where to start

Browse the My Melody wholesale brand page for the full range, or check the 25cm My Melody plush and the My Melody & Kuromi figure set for current stock and tier breaks. Everything else is on /wholesale. Send us your quantities and destination port and we will quote the carton cost, not just the unit price.

Where to buy my melody wholesale

These are the lines we currently hold stock on. Mixed cartons are fine — you can combine SKUs to reach the next price tier.

• My Melody — full brand page and wholesale terms

Send us your list on the sourcing page and we will quote every line.

What is the wholesale price for a My Melody plush doll?

Our My Melody Plush Doll 25cm (SKU SR-PL002) starts at $12.80 with an MOQ of 12 and a case pack of 12. It drops to $11.50 at 50 pieces and $10.40 at 200 pieces. We held 380 units in stock as of mid-October 2026.

Can I make money selling My Melody plush on Amazon at $12.99?

Only at the 200-piece tier. The top Amazon listing for "my melody" retailed at $12.99 on 17 October 2026. At our tier-1 price of $12.80 that leaves 19 cents before freight and fees. At $10.40 you keep $2.59 per unit at $12.99, or $4.59 if you price at the $14.99 median for the keyword.

Is the My Melody plush market saturated?

Partly. Of 767 My Melody listings we measured, 150 had more than 1,000 reviews and 170 had between 300 and 999. But 143 listings sat in the 100-299 review band, which is the slot a new seller can still take because the top listings are not as entrenched there.

Why did the top My Melody listing lose 485 reviews in 11 days?

We do not know. Between 3 and 17 October 2026 that ASIN moved from position #13 with 2,859 reviews to position #2 with 2,374, so it gained 11 places while losing 485 reviews. The usual explanations are merged product variants, a listing cleanup, or Amazon removing reviews it considered paid. Either way, treat fast ranking gains as temporary.

What is the MOQ for My Melody and Kuromi figure sets?

The My Melody & Kuromi Cute Collection Figure Set (SKU SR-FG009) has an MOQ of 6, a case pack of 12, and starts at $17.20. That falls to $15.50 at 50 pieces and $14.10 at 200. It is an 11cm PVC and ABS figure set, and we held 160 units as of mid-October 2026.